Archive - Известия Казанского государственного архитектурно-строительного университета.

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First name, Middle name, Last name, Scientific degree, Scientific rank, Current position. Full and brief name of the organization, The organization address.Ponomarev Evgeny Sergeevich candidate of architecture, associate professor E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it Kazan State University of Architecture and Engineering The organization address: 420043, Russia, Kazan, Zelenaya st., 1 Ivshin Konstantin Sergeevich doctor of technical sciences, professor E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it Udmurt State University The organization address: 426034, Russia, Izhevsk, Universitetskaya st., 1
Title of the articleTerritorial branding project strategy
Abstract.Problem statement. The purpose of the study is to identify the main properties of the language of architectural forms as the main tool of territorial branding. Results. The main results of the study are the use of the fundamental characteristics of the architectural language in the formation of the figurative-branded context of urban space; the definition of an architectural language as a supporting frame of the visually perceived environment of the city; identifying the architectural language as the key to the implementation of the design strategy for territorial branding. Conclusions. The significance of the results for architecture lies in the novelty of the approach to the formation of a unique image of existing urban spaces, which consists in interpreting architectural forms as a visually perceptible language that tells the viewer the original qualities of the territory of the city district. Using an architectural language as a syntactic reflection will provide a mechanism for communicating urban space with the viewer. The project strategy of territorial branding, at the same time, acquires an instrument of architectural and spatial reorganization, which allows us to comprehensively consider the process of environmental renovation of the existing districts of Russian cities.
Keywords.architectural language, territorial branding, identity, the image of the city, the prevailing visual-perceived environment of residential areas.
For citations:Ponomarev E.S., Ivshin K.S. Territorial branding project strategy // Izvestiya KGASU. 2019. №4(50) P.100-107.

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